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Positioning its new Athlon chip as the world's fastest PC processor, Advanced Micro Devices hopes to instigate a chip battle with Intel in a $15 million-to-$18 million multimedia campaign this fall.

The effort begins with print ads in November magazines and newspapers. The creative from Hill, Holliday, Connors, Cosmopulos, Boston, targets sophisticated consumers, small- and medium-sized businesses and corporate buyers, delivering messages of how various software programs perform better on the AMD Athlon processor than the fastest Pentium III processor from archrival -- and market share leader -- Intel Corp.

"We now have a processor that blows away absolutely anything they [Intel] have to offer," said Bob Kennedy, director of advertising for AMD.


The print ads will run through next year to seed the Athlon name and positioning. In 2000, Mr. Kennedy said, AMD will unfurl a broader media plan that will target segmented audiences.

Three print executions, each featuring applications of Microsoft Corp.'s Excel, Autodesk's Autocad 2000, and Adobe Systems' Photoshop, will break across three consecutive right-hand pages. One ad features Microsoft Excel; a drop-down computer menu and the words "maximize" and "productivity" are highlighted. Copy refers to the speed advantage of AMD Athlon users and how they can work more efficiently with the fast processor.

The ads also direct readers to the AMD Web site (

Outdoor ads will run in eight major markets. In November, AMD will break a national TV spot in prime-time programing.

AMD is eager to shift away from its status in the low-end chip market and break into the corporate market.

"They're hoping the Athlon will help them offer a more robust product line to sell to bigger corporations and large original equipment manufacturers," said

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